What's Wrong With This Picture: Lotus In La-La Land Edition

Edward Niedermeyer
by Edward Niedermeyer
what s wrong with this picture lotus in la la land edition

The team running Lotus’s turnaround doesn’t seem to mind being perceived as overambitious. The British outfit is developing an IndyCar engine, a family of V6 and V8 engines for its road car, and is considering building an engine for F1… and that’s in addition to developing a modular platform (and everything else) for five different world-class performance luxury cars. And on a certain level, there’s nothing wrong with a little brashness, especially if the goal is to turn a tiny specialty marque into a Porsche-beater. But when it comes to announcing product, Lotus’s over-eagerness does real harm to the firm’s prospects. [Gallery after the jump]

After all, high-end performance car buyers are used to a slow tease of future products: the spy shots and Nordschleife testing videos that prove not only that a sportscar has been relentlessly developed, but is also attracting attention from the paparazzi of the car world. By showing five designs for new cars at once, Lotus has denied itself the opportunity to seduce a client base, instead simply throwing itself at the market and demanding acceptance. With new official pictures of the Elise, Elan, Esprit and Elite (all of which will be on the market by 2016, according to Lotus) posing around the Los Angeles area, we have another opportunity to be taken in by this audacious attempt… but if Lotus doesn’t inspire the market with these designs now (and they do have a way of blending together), what more will they be able to bring to the table later? Unsurpassed performance? Value pricing? A ‘ring Record? Or just the desire to compete with some of the most lusted-after brands in the world?

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  • Sportyaccordy Sportyaccordy on Dec 22, 2010

    These cars sound like good ideas to me. If I were in the market I would definitely check out an Elise before a Cayman or w/e. All the armchair purists are just that, so their dollarless opinions don't matter anyway

  • PeteMoran PeteMoran on Dec 22, 2010

    Toyota/Lexus took 10 years for the LF-A. Nissan took 8 years for the GT-R with the 911-Turbo as a benchmark. If Lotus can deliver a car that performs anything like those two in 5 years I'll be amazed.

  • Master Baiter Might as well light 50 $100 bills on fire.
  • Mike1041 At $300K per copy they may secure as much as 2 or 3 deposits of $1,000
  • Sgeffe Why on Earth can’t you just get the torque specs and do it yourself if you’re so-inclined?!
  • Sgeffe As was stated in another comment, the FAA nominee went down in flames. But the NTSB chairwoman certainly didn’t, and she’s certainly not qualified either!Lots of this kind of stuff going on both sides of the aisle—Ben Carson would have arguably made a better Surgeon General than HUD Secretary under Trump, for example.
  • Art Vandelay Interesting, the Polestar 2 I had as a rental utilized Android Automotive which is what GM said it is going to exclusively, yet it still offers Apple CarPlay according to this. Wonder if GM will do the same.